Target Market Selection : Should Hubspot Cast A Wide Net Or Narrow Their Focus?

It needs to be a specific group of customers. Sometimes using stereotype images can help to describe a group, such as the “soccer mom.”

14. What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?

The most critical reason to choose Owner Ollie instead of Marketer Mary is that the estimated revenue of Owner Ollie is obviously higher. As a profit-driven company, HubSpot’s ultimate goal is definitely to make a fortune. Thus, revenue should be the top priority to concern about during the target market selection. Moreover, Owner Ollie takes 73% of HubSpot’s customer portfolio which founds a sound basis for HubSpot to develop more supreme products for existing customers and utilize the power

Customer Value is ‘the performance characteristics, features and attributes, and any other aspects of goods and which customers are willing to give up resources’ (Robbins, Bergman, Stagg and Coulter, 2012). This broad definition highlights the fact that there are multiple aspects that contribute to create a sense of value within the customer.

There are two main overall objectives of Harrah’s Database marketing (DBM) programs. First, Harrah’s strived to build, increase and retain customers’ loyalty to their brand, similar to the way people tend to be loyal to their mechanic or hair dresser. The strategy to achieve this goal was to ensure that they crafted and sustained a relationship with their customers and reinforced the emotional tie with personalized attention and fast service. The second objective piggy-backs on the first – that customer loyalty will yield incremental business and increase company revenue.

We are heavily invested, both financially and from a human capital perspective, in creating a customer experience that matches our industry-leading products. In recent years, we have implemented new systems to empower our customer account executives to satisfy customer needs. New options allow customers to contact us via web, smart phone, and through their set-top cable boxes to get answers to questions, troubleshoot problems, and pay their

Brand Momentum Inc. (BMI) is an organization that provides customers such as Lindt Chocolate, Red Bull, and Volkswagen with different types of services such as experiential marketing, workforce automation, sales, social & digital media, and merchandising. BMI started in 2009 by a dedicated and experienced team that implemented and conducted the world-class programs by using multi-channels. BMI’s vision is to focus on their promises made with

Nathaniel seems to have the strongest argument by saying that HubSpot should go after Owner Ollies since they already succeeded at attracting 73% of them. A large market share can be beneficial because it helps in achieving economies of scale. But the downside to pursuing marketers Ollies is that they are not loyal to the company and have a lower retention rate as opposed to Marketer Marys. In terms of lifetime value, it makes sense to focus on Marketers Marys because they have a high retention rate and they bring in more dollars.

As seen in the SWOT analysis, the biggest asset for RBS is its loyal customer base and

As it can be observed in the analysis, Marketing Marys’ CLV of $ 10,625 is higher than Owner Ollies’ CLV of $ 4,815 but due to the market share of Owner Ollies’ of 73% it can be concluded that Owner Ollies provides HubSpot more revenues. Also, the costumer acquisition

Although I recommend that HubSpot focus more on Marketing Marys, this focus will not be exclusive – the company is to keep its Owner Ollies customers. What I suggest is that HubSpot will focus a significant amount of its resources targeting Marketing Marys, perhaps around 70-80%, while the remaining would be for Owner Ollies, since this particular type of customer has a much simpler and easier acquisition process.

Customer service is an important factor to increase sales in almost all industries. Broadstripe, a small provider of cable, Internet, and phone services saw it as a solution to increase sales as their company was filed for bankruptcy protection in early 2009. To improve the customer service experience, Tony Lent, Chief Commercial Officer at Broadstripe, launched a 60-day MBG offering

Customers don’t seem to see enough value in Hubspot’s inbound marketing and that explains churn rate and cancellations. Marketing departments of large customers are missing from segments.

HubSpot has diverse customer segments such as businesses selling to other business (B2B), business selling to consumers (B2C), small business owners (Owner Ollie) and marketing professionals (marketer Mary). Since every marketer doesn’t like the same product, HubSpot should do more to differentiate it products. For Instance, B2B were much sophisticated web users than B2B companies. Another difference is that B2B customers seemed to derive greater value from inbound marketing than B2B did. Other differences were that Ollies were less knowledgeable and sophisticated than marketer Mary.

Sift Analytics Group Pte Ltd is a company headquartered in Singapore and is the leading provider of enterprise software solutions in this country since 1999. The growth and size of the company is evident in its current numbers of customers given that it has more than 500 corporate customers in Singapore alone. Throughout the years, Sift Analytics Group Pte Ltd has remained successful and profitable because of the numerous advantages associated with its products and solutions. The company’s growth is also attributed to its ability to attract, retain, and grow its customer base. As a business to business supplier organization, Sift Analytics Group utilizes effective business marketing mix components to market its products and solutions to customers. The growth and profitability of this company can be understood through an Analytics of its supply chain and marketing channels, marketing strategy, and value proposition.